後疫情時代自助旅行者人格特質與旅遊偏好之研究－以日本旅遊為例

後疫情時代，台灣出國人次於2023年已攀升至1千1百79萬人次，再次回歸千萬人次。其中，日本仍然是國人最愛旅遊的國家達422萬人次，已近於疫情前（2019年）的491萬人次的最高峰。近年來，國人旅遊型態也從以往傳統的跟團旅遊轉型到機票加飯店住宿的半自助旅遊，甚至發展至完全自主規劃行程、購買機票、訂飯店、民宿的自助旅遊行程。鑑此，國人參與日本自助行之旅遊經驗與偏好是一值得探討的議題，本研究從旅遊者的人格特質切入，就五大人格特質與日本旅遊偏好類型間的關係進行探討。實證結果，日本自助行最困擾的地方以「語言溝通不順利」、「行程規劃與路線選擇」為主，由於目前日本網路資訊及相關訂房訂餐網站皆非常便利與即時，在這部份相對困擾較低。旅遊地點偏好仍以關東（東京）、關西（大阪、京都等）、北海道等國人耳熟能詳的地點為主。變異數分析中，外在變項「有無子女」、「日本自助旅遊次數」、「是否為主要規劃者」等對於人格特質、旅遊偏好構面皆有兩個以上次構面達顯著差異，皆明顯反映出樣本特性在人格特質、旅遊偏好構面認知上的差異。在旅遊偏好類型影響力分析中，其中景點觀光構面、戶外冒險構面是以外向性人格特質為最高影響變項，渡假享受構面、美食購物構面、深度知性構面則分別以友善性、開放性、嚴謹性人格特質為最高影響變項。本研究提出人格特質與旅遊偏好類型間的關聯性，得作為有意參與日本自由行旅遊的相關旅遊偏好訊息，及相關旅遊從業人員業務參考。

關鍵字

自助旅行；人格特質；日本旅遊；旅遊偏好

並列摘要

Under the post- pandemic era, the number of outbound travelers from Taiwan has surged to 11.79 million in 2023, returning to the pre-pandemic levels of millions of trips. Among these, Japan remains the most popular destination for Taiwanese travelers, with 4.22 million visits, close to the peak of 4.91 million in 2019. In recent years, Taiwanese travel patterns have shifted from traditional group tours to semi-independent travel, which includes booking flights and hotels, and even fully independent travel, where travelers plan their own itineraries, book flights, and arrange accommodations. In view of this, exploring the experiences and preferences of Taiwanese travelers participating in independent travels to Japan is a topic worth studying. This study examines the relationship between the Big Five personality traits and preferences for types of travel in Japan. The empirical results show that the most troubling aspects of independent travel in Japan were "language barriers" and "planning itineraries and choosing routes." However, with the current convenience and real-time availability of information and booking websites in Japan, these issues were relatively less troublesome. Preferred travel destinations remained the familiar areas of Kanto (Tokyo), Kansai (Osaka, Kyoto, etc.), and Hokkaido. In the analysis of variance, external variables such as "having children or not," "number of times of independent travel in Japan," and "whether one is the main planner" all show significant differences in more than two sub-dimensions of personality traits and travel preferences. These findings clearly reflect the differences in the sample characteristics in terms of their perceptions of personality traits and travel preferences. In the analysis of the influence of travel preference types, the dimension of sightseeing and outdoor adventure are most influenced by the extraversion personality trait. In contrast, the dimensions of vacation enjoyment, culinary shopping, and intellectual depth are most influenced by the personality traits of agreeableness, openness, and conscientiousness, respectively. This study suggests a correlation between personality traits and types of travel preferences, providing relevant travel preference information for those interested in independent travel to Japan, as well as a reference for related tourism industry practitioners.